If you’re an advertiser who wants to run ads on Twitter to get people to do something specific on your site — like buy a product or schedule a test drive — but don’t want to pay for people that visit your site but leave without doing anything, now you can.
Twitter has opted to let advertisers decide whether they want their ads to simply get people to visit their sites or to specifically visit their sites and perform a certain action. Put another way, Twitter is separating its two-year-old Website Clicks or Conversions ad objective into two separate objectives: Website Clicks and Website Conversions.
